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2023 One Show - Social Media

Tide x Marvel Teaser or Tide Ad?

Agency Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati

Client Procter & Gamble - Tide

Category

Brand Partnerships

Annual ID

OS23_SM111M

About the Work

​​For the launch of Marvel Studios’ Doctor Strange in The Multiverse of Madness, we set out to make every Marvel fan talk about Tide. To do this, we capitalized on Marvel fans’ obsession with Easter eggs and spoilers. First, with the latest trailer for the movie fueling fan theories over which characters from across the Marvel Cinematic Universe might appear in the film, we tapped into this behavior and fanned the flames of speculation. We recruited David Harbour, the face of Tide's 2018 Super Bowl campaign “It’s a Tide Ad,” who also happened to play the Red Guardian in the Marvel Studios film, “Black Widow.” In a social video, we chose our words wisely as Harbour talked about a stain and how “strange” it was for his Tide PODS to disappear. Utilizing an iconic “Doctor Strange portal,” we had a hand reach through a portal to grab Tide PODS… making every fan obsess, discuss and share. We knew fans would want answers, which they would get when our :60 film aired. The :60 leaned into Easter eggs to continue getting people talking about Tide. The spot opens on Sorcerer Supreme Wong, Doctor Strange’s ally, who while eating the infamous tuna melt he didn’t get in the previous Marvel film, Avengers: Infinity War, gets a stain on Doctor Strange’s Cloak of Levitation. Wong wants to clean the Cloak before Doctor Strange returns, but the Cloak is unwilling to be washed. This leads to a chase through the streets of Marvel’s New York, filled with Easter eggs. After encountering more stains along the way, Wong finally coaxes the Cloak through a portal into the Sanctum Sanctorum’s laundry room, where they use Tide PODS, from David Harbour, to clean the Cloak and return to normal.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Saatchi & Saatchi NY / New York

Client / Brand

Procter & Gamble / Cincinnati

Post Production Company

Company 3 / New York
Framestore / Los Angeles
IMN / Los Angeles
Wave Canon / Los Angeles
Whitehouse Post / Los Angeles

Media Agency

Carat / New York

Chief Creative Officer

Daniel Lobaton

Composer

Nicholas O'Toole

Director

Anthony Leonardi

Editor

Josh Bodnar

Producer

Nathaniel Greene

Account Supervisor

Anna James

Associate Creative Director

Erin Evon
Jason Burke

Head of Production

Melanie Klein

Strategy Director

Lee Boshes

SVP Group Account Director

Jennifer Brotman

1st Assistant Director

Matthew Haggerty

2D Supervisor/Flame Artist

Carlos Adarraga Gomez

3D Supervisor

Brian Creasey

Animation Supervisor

Jon Burke
Marco Marenghi

Assistant Account Executive

Claire Lancaster

assistant editor

Tiffany Taveras

Asst. Media Specialist

Judy Zheng

Brand Director

Bethany Kasper
James Sawyer

Chief Executive Officer Woven

Sarah Beaumont

colorist

Tom Poole

Communications Manager

Henry Molski

Creative Director/VFX Supervisor

Alex Thomas

Dir. Brand Media

Matt O’Shea

Director of Sustainability & Brand Communications

Rotha Brauntz

Director, Advertising Production

Paul Chick

Director, Celebrity & Influencer

Billy Blundell

Director, Content

Lucia Morris

Director, Creative Marketing Partnerships

Andrew Staub

Director, Creative Marketing Partnerships & Promotions

A.j. Fierro

DP

Benjamin Kitchens

Foley Artist

Vu Le

Group VP Future of Advertising, Head of P&G Studios

Kimberly Doebereiner

Head of New Ad Models & Entertainment

Stephanie Wong

Junior Strategist

Shayla Nguyen

Managing director

Hillary Rogers

Media Manager

Lauren Lasson

Production Company (additional)

Bullitt / Los Angeles
Marvel Studios Partnerships / Los Angeles

Production coordinator

Katie Goggin

Production Designer

Julian LaVerdiere

Re-recording Mixer

Chris Goodes

Senior Brand Director

Alex Perez

Senior Brand Director-NA Laundry

Amy Krehbiel

Senior Brand Manager

Matthew Thomas

Senior Business Manager

Lisa Rimmer

Senior Manager, Marketing Partnerships & Promotions

Victor Farfan

Senior Media Manager

Justin Bracco

SENIOR PRODUCER

Scott Tinter

Senior Purchasing Manager

Dave Spanogians
Kenia Intriago

Sound Executive Producer

Buck Mason

Sound Post Producer

Daniil Kiselev

Sound Supervisor / ADR Mixer

Elliot Hartley

Sound Supervisor / Sound Designer

Mark Binder

SVP, Celebrity & Influencer, Acquisition & Operations

Lori Golden

SVP, Global Partnership Marketing

Mindy Hamilton

Talent Agency

Platinum Rye Entertainment / Chicago

VP, Content

Alysha Yuille

VP, Creative Director

Adrian Chan
Lauren Varvara

VP, Executive Producer

Dani Stoller

VP, Experience Strategy Director

Chris Gilbert

VP, Global Partnership Management & Operations

Holly Frank

VP, Marketing Partnerships & Promotions

Chris Lisciandro

Writer / Producer, Creative Marketing Partnerships

Evan Aronson

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